Interactivity is a trending concept in the world of digital content creation because of its ability to keep readers engaged. It has the potential to significantly reduce the downstream load on content publishers, marketers, and even educators.
Several interesting possibilities make interactive assessments an excellent fit in publishers’ content strategies. For example, the elimination of individually evaluating each visitor for their content consumption habit. By way of feedback, companies can easily take data-backed action in providing users with preferable ways of interacting with their interfaces. Such assessments offer elements like questionnaires, tools, and more to enhance the nature and quality a publisher can provide.
Let’s explore some additional benefits that interactive assessments make possible for publishers.
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What Are Interactive Assessments?
An interactive assessment is specially designed content that encourages user participation and engagement by providing a variety of elements like calculators, questionnaires, and more. For example, BMW’s website allows users to customize their cars using interactive elements on the screen, enabling the website to cater to their needs better while keeping them engaged.
Such assessments keep the viewers engaged in the content by preventing the diversion of their attention. All the activities in these assessments are thoroughly contextualized depending on the type of content and subject they are designed for.
While users will typically abandon a website if they get distracted, an interactive assessment keeps them engaged and pushing forward in exploring the content. When augmented with AI, such tests can also understand a loss of interest and present more interesting activities during the user journey.
5 Benefits of Interactive Assessments for Publishers
For publishers, interactive assessments have the power to generate stellar user engagement by providing learners with an opportunity to actively participate in the test.
Interactive assessments are designed to deliver two-way feedback:
- To tell the publisher or marketer what a viewer/user expects
- To navigate the user to the desired task that they want to undertake by being on the interface.
Keeping that in mind, publishers can derive several interesting benefits from such assessments:
1. Ability to Generate Higher Engagement
Interactive content is extremely attention-grabbing. Introducing eye-catching elements into the user journey has the potential to enhance user experience and engagement at the same time. Today, a web user seeks more interactivity and control over online content.
They seek customized results from a webpage, or an interface based on their preferences or goals from the visit. Providing this preferential content consumption to a user enhances engagement. Using interactive assessments, it is possible to determine how users seek to consume the content uploaded by a publisher, giving them a direction to design the website to boost user engagement.
2. Ability to Deliver Value to Viewers
Web users today have come to expect high quality and attractiveness from the content they view online today. The use of gamified elements, interactive elements, and visual wow factors is what keeps them exploring content.
Publishers can understand what users need by providing users with questionnaires, customization options, calculators, etc., and deliver personalized experiences. Interactive assessments are an excellent way to generate models of how to educate and include web users in the evolution of the content they view.
3. Ability to Capture Information
Any business today must gather user data from leads that visit their online channels to help them provide contextual experiences to the visitor. Interactive assessments allow businesses to capture lead data from viewers who read their content and design personalized user journeys.
Assessments are strategically placed throughout the content to improve the chances of user participation when seen. Since the modern user knows that by providing information, they would receive the content they seek, businesses can gather firsthand information about their leads in an organic way.
4. Automatic Analytics
One of the key benefits of interactive assessments is their capability to segment the participants based on the demographic labels that a publisher specifies. For example, for a white paper that a publisher has uploaded, a variety of information can be captured and analyzed to reveal several aspects about the readers:
- The country they are from.
- Their age group.
- The kind of information or material they requested.
- How they interacted with the rest of the website or content module elements.
- Which elements of the content they interacted with?
- Which content areas did they spend the most and the least time on?
5. Better Control Over Content
Interactive assessments are an excellent way to induce more control over the published content. For example, for a module or content that isn’t receiving the desired response from the users, trigger-based and timed interactive assessments can gather prompt user feedback and shed light on the gaps that need to be filled.
A good example is when Google sometimes asks users whether the search results were helpful through a simple response (thumbs-up/thumbs-down). This helps them polish their search algorithms to provide more relevant results to the search query.
Publishers can then attempt to improve the content delivery and introduce more elements for engagement enhancement depending on the user feedback received.
The benefit is that this can be done in a shorter turnaround cycle. Publishers get more control over the content through improved visibility using interactive assessments.
Wrapping Up
Interactive assessments can significantly boost the footfall of your online content, be it eBooks, learning modules, website content, or whitepapers. The analytics and high visibility gained from interactive assessments make it possible for publishers to truly package value and efficient content delivery for their viewers.
By partnering with a digital textbook platform like KITABOO, you can make a difference through your content by enhancing it for the users. From publishing solutions to accessibility and much more, reach out to know how KITABOO can help your publishing ventures.
Contact our expert team now and get started!
To know more, please contact KITABOO@hurix.com.
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